MUSIC VIDEO INTRODUCTION
- To sell products, the most obvious of which is the song featured in the video.
2) How has the digital age changed the production and distribution of music videos?
- However, music videos are an unusual form of marketing as they allow the audience full access to the product they are selling. When a music video is shown, the audience is able to hear the song
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
the video is for so they are ‘getting’ the product that is being promoted. When other products are advertised, such as a brand of coffee or an item of clothing, the advert suggests the product is desirable but the audience does not get to taste the coffee or wear the clothes.
3) Which three major record labels are behind VEVO? What is VEVO and why was it created?
- In America, three major record companies, Sony Music Entertainment, Universal Music Group and Abu Dhabi Media (along with content licensed by EMI), have also launched Vevo,
4) What are the key conventions of a music video?
- Movement is essential to music video and usually complements the
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
rhythm of the song.
- A music video may have a narrative.
- Most music videos feature the band or artist as they are also a
product to be sold.
5) How can narrative be used in music video? Give an example of a music video that uses a narrative.
- The storyline may relate to the song’s lyrics and illustrate what is being said or be independent from the song and tell a different story. For example, I Was a Teenage Anarchist by Against Me! features a loose narrative which links to the song’s lyrics.
6) What examples are provided in the factsheet for intertextuality in music videos?
6) What examples are provided in the factsheet for intertextuality in music videos?
- Such references may be very obvious, such as the way that the Blink 182 video for All the Small Things makes references to videos by pop artists such as Back Street Boys (I Want it That Way) and Christina Aguilera (Genie in a Bottle) by directly copying scenes.
7) Why do audiences enjoy intertextual references in media products?
7) Why do audiences enjoy intertextual references in media products?
- Intertextuality allows for dynamic and multi layered interpretations.
8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice for each of the following headings and explain how each one links to the heading:
8) Read the music video example analysis on page 3 of the factsheet. Select a music video of your own choice for each of the following headings and explain how each one links to the heading:
- Conventions (movement/narrative/artist)
- Intertextuality
- Representation
- Audience
9) Watch the video for Ice Cube's It Was A Good Day (1993). How did this video set the conventions for later hip-hop music videos?
10) How important do you think music videos are in the marketing and promotion of music artists today? Are music videos still essential to a band or artist's success? You need to form your own opinion here.
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